Group getaways continue to be a noticeable booking driver across the holiday accommodation market. Think multi-generational family trips, milestone celebrations and friend reunions. Guests prioritising spending more time together are looking for shared experiences and properties that can comfortably host everyone under one roof. Sometimes that is one large property, sometimes a collection of smaller cottages in close proximity that offers a communal space to gather.
Shared spaces with room for everyone
For group stays, the focus shifts away from individual bedrooms and towards communal spaces. Open-plan living areas with a generous dining space and comfortable lounges can be more important than extra bathrooms. Websites and listings that clearly highlight how guests can gather to cook together, eat together, relax and have fun together immediately stand out to group bookers. Extras like large dining tables, multiple seating zones or games areas help guests picture the experience, not just the layout.
Amenities that matter for big stays
Successful group-friendly holiday properties tend to invest in amenities that support togetherness. Chef-style kitchens, double ovens and big fridges make catering for large groups easier and more enjoyable. Outdoor spaces are equally important – like long tables, fire pits, barbeques or sheltered seating that allows everyone to spend time outside regardless of the weather.
Making special memories together
Can you organise group activities? From mindfulness retreats to crafting to guided walks to competitive games and activities. We work with a lot of owners who focus their messaging throughout their websites to appeal to this market. Take a look at The Long View Yorkshire, Burlton Cottages and Webbington Farm Cottages; just some of the fantastic owners we’ve worked with to show how they go above and beyond.
How to position your holiday property for group bookings
Clearly state who your property is ideal for, how spaces are used and how guests can comfortably share the experience. Ask your photographer to capture communal spaces and focus on connection, comfort and flexibility. When guests can instantly imagine everyone together in the space, they’re far more likely to book and stay longer.
If you have multiple properties in close proximity, make it easy for groups to book them all together. Some property management software providers enable you to create ‘virtual properties’ that show on your availability calendar. (You can see this on Burlton Cottages’ website). When the combination is booked – availability is automatically blocked off the calendar for the individual properties. And vice versa. Simple!
If you’re interested in getting a new website and/or photography to shift your focus to include the group bookings market, we can help. Please get in touch.